#MRA_FOC #MRX Emotional Drivers by Edward Chao

What a nice, genuine speaker! Edward Chao was so sweet and genuinely happy to teach us how emotion mining is a great technique for understanding both the conscious and unconscious. Here are some of the tidbits I thought were interesting.

  • We are all experts in emotions but novices working with emotions
  • Emotions are always on yet they are mostly subconscious.
  • There is no such thing as a pure rational decision.
  • Increasing emotions of an advertising campaign does not mean adding more puppy dogs, babies, and ladies in bikinis
  • Emotions comes first, behaviour decisions comes next, rationalization comes later. It’s interesting to think about because we always assume we know exactly why we make the decisions we make.
  • Why do moms buy name brand treats for themselves but private label treats for their kids? Focus groups tell us that moms think kids can’t tell the difference. But, emotion mining tells us there is a lower emotional reward for the mom who is serving a snack brand to their child compared to having the snack herself. He learned that the personal choice was emotional, whereas the choice for the child was economical. Surveys make this really difficult to discover.
  • You just need to find the top emotion and solve that problem.

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